White Square
White is the new gold
For the third time running, our agency is trusted with development of the corporate style and the advertising campaign of International Festival of advertising and marketing White Square held annually in Minsk.
The desire to win an award at the advertising festivals sometimes overshadows the importance of the festival itself as a platform for holding educational programs, professional communication or new acquaintanceships.
We used the metaphor of “gold” to reflect the value of such simple things as friendship, communication, new knowledge and experience in the identity. “Gold” messages, including the general slogan “White is the new gold”, convey the festival’s true values.
We decided to enhance the visual effect of “gold” and to support the idea of simple human values using the cheapest and most ungainly materials and textures that are nearly never used as a background for gold.
“Gold” messages, including the general slogan “White is the new gold”, convey the festival’s true values.
We employed materials and textures that are nearly never used as a background for gold.
Everyone who came to the White Square festival receives one’s gold – one just needs to see it.
Client: White Square
2015